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Measurement, Questionnaire Design and Data Analysis (MKTG713)

Course description

This course will cover the fundamental elements of designing and evaluating questionnaires (commonly used in survey research, among other research methods). We will begin with an overview of measurement and measurement scales. We will then focus on the process of responding to questions, challenges, and options for asking a variety of questions about attitudinal and behavioral responses. In particular, we will review commonly used question formats, practical techniques for evaluating question...


Seminar Required

Pass/Fail, 0.3 Credit Units

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